The Facts: Hadoop Big Data vs. Relational Databases

The Facts: Hadoop Big Data vs. Relational Databases

Closely comparing Hadoop Big Data with more traditional Relational Database solutions helps you to more fully understand the advantages and drawbacks of each. If you want to engage in more meaningful IT-related discussions and make more informed business decisions, knowing more about available technologies and techniques is a key first step. As Viktor Mayer-Schönberger and Kenneth Cukier put it:

Just as the telescope enabled us to comprehend the universe and the microscope allowed us to understand germs, the new techniques for collecting and analyzing huge bodies of data will help us make sense of our world in ways we are just starting to appreciate.[1]

What is Hadoop?

According to Munvo software partner, SAS:

Hadoop is an open-source software framework for storing data and running applications on clusters of commodity hardware. It provides massive storage for any kind of data, enormous processing power and the ability to handle virtually limitless concurrent tasks or jobs.[i][2] A more concise colleague put it this way: Hadoop is a technology architecture that makes use of commodity hardware in a highly distributed and scalable fashion, enabling fast data retrieval at a lower cost.

A more concise colleague put it this way:

Hadoop is a technology architecture that makes use of commodity hardware in a highly distributed and scalable fashion, enabling fast data retrieval at a lower cost.

Both definitions are admirably succinct explanations, and both show how the world (and the market) are transforming the way both small and large amounts of data are collected and stored. It’s time to get on board.

Hadoop Big Data Vs. Relational Databases

To see how well Hadoop Big Data stands up against Relational Database solutions like IBM Campaign (formerly IBM Unica), we compared the two, designating seven different characteristics from the outset. In our study, Hadoop Big Data and traditional Relational Databases went head-to-head in the following arenas:

  • Security
  • IT support
  • Static customer profiles
  • Unstructured data
  • Real-time interaction
  • High Volume.

With more and more organizations realizing the potential of more comprehensive quantities of data to flesh out CRM platforms, streamline data to current marketing solutions or enhance ongoing Business Intelligence (BI) initiatives, Big Data solutions like Hadoop are very attractive.

If you look back at Figure 1, however, you’ll see that Hadoop Big Data is no cure-all. In fact, more traditional relational databases are still superior when it comes to security, IT support, static customer profiles and profile integration.

And why is that?

Schema “On Read” vs. Schema “On Write”

Hadoop Big Data and Relational Databases function in markedly different ways.

Relational databases follow a principle known as Schema “On Write.” Hadoop uses Schema “On Read.”

When writing data, in IBM Campaign for example, using Schema “On Write” takes information about data structures into account. The data is then used to construct tables, joins, rules and constraints. This approach gives users the advantage of maintaining clean data, which enforces specific rules and structures.

Hadoop, on the other hand, uses a Schema “On Read” approach, in which it typically “dumps” data by effectively ignoring all structure when writing, resulting in “unstructured” data. As a result, cleaning and interpreting data is left to whoever is querying Hadoop during the “read.”

Implications and Consequences

The absence of identifiable rules, constraints and overall structure makes it difficult to maintain a static customer profile that is unambiguous while excluding duplicate data. Relational databases are more suited to storing and maintaining clear systems of customer records, especially with critical information. Hadoop isn’t looking for a specific, single column or row. Hadoop searches for patterns, probabilities and ambiguous recurrences.

What now?

Your organization may have already invested in advanced tools — like ETL, or “Extract, Transform, Load” — that do not easily transfer to Hadoop. What’s more, chances are that your organization has already based its applications, such as IBM Campaign – and maybe its entire infrastructure — on relational databases.

Through it all, it is important to remember that technologies, requirements, skillsets and objectives can, and will, change. Learn all you can and ask the right questions.

Speaking of questions, If you’d like to know more about Hadoop, take a look at our webinar: Connecting Hadoop Big Data to IBM Campaign & Interact, in which we discuss how one Munvo customer is efficiently leveraging Hadoop Big Data within a marketing automation ecosystem and more effectively advancing a variety of nurturing campaigns.

[1] Mayer-Schönberger, Viktor and Kenneth Cukier. Big Data: A Revolution That Will Transform How We Live, Work, and Think. New York: Houghton Mifflin Harcourt, 2013, p. 7.

[2] https://www.sas.com/en_ca/insights/big-data/hadoop.html#

Talk To Our Experts Today

All fields marked * are required

© 2021 Munvo est une marque de commerce de Munvo Solutions inc. / © 2021 Munvo is a trademark of Munvo Solutions Inc.


Daily Health Reports feature

Daily Health Reports feature

Nicole Plouffe

Executive Assistant

Nicole harnesses over 8 years of professional experience in executive and administrative roles to ensure the smooth operation of Munvo’s offices, projects, and processes. By working alongside Munvo’s President, she expertly supports the team and leads a number of Munvo community initiatives. Not only does Nicole dream up cool ideas; she puts them into practice by arranging the right people with the right resources.

Munvo University

The Munvo University is an online learning and certification environment designed to accelerate the training of Munvo consultants on Enterprise Marketing solutions. Munvo University is built on 4 main pillars: Marketing, Technology, Methodology, and Consulting.

Mentoring and Coaching

To help integrate newcomers, Munvo encourages a continual Mentoring and Coaching approach to help facilitate each learning experience. This methodology offers trainees with easy access to Munvo best-practices and additional resources from senior consultants.

Summit Meeting

Munvo Summits are 3-day meetings conducted in a resort a week before the holiday break. Summits are a unique opportunity to review the year’s accomplishments and to share plans and objectives for the upcoming year. Our different offices converge together to share stories, update each other on their latest projects, make connections and have fun.

AI Scale

End-to-end, cloud-based machine learning platforms.

300M+

Customer population

4.3x

Improved accuracy

$50M

Annual incremental value

AI Plugin

Plug-and-Play solutions for your MarTech stack

Struggling with …

  • Low open/click rate?
  • High opt-outs?

Delivery AI

delivers …

  • Increased conversion
  • Reduced fatigue
Struggling with …

  • Low offer acceptance?
  • No feedback loop?

Priority AI

delivers …

  • Increased sales
  • Continuous learning
Struggling with …

  • Ineffective cross-sell?
  • Reduced offer portfolio?

Recommend AI

delivers …

  • Recurring revenue
  • Customer LTV

AI Upgrade

Migrate to more advanced machine learning models (XGBoost, deep learning neural networks)

200+

Models updated

3.4x

Improved accuracy

$255k

Annualized lift per model

Benefit your Business with a Marketing Ecosystem Roadmap

AI Driven Marketing with Munvo AI

Use Cases at a Glance

Leveraging Mobile Marketing with Munvo’s SMS Gateway for Unica

Use Cases at a Glance

Leveraging Mobile Marketing with Munvo’s SMS Gateway for SAS CI

Use Cases at a Glance

Leveraging Mobile Marketing with Munvo’s SMS Gateway

Use Cases at a Glance

Ed Scrivani

Chief Operating Officer

As Chief Operating Officer, Ed oversees the teams responsible for managing professional services, sales, and software products. Ed comes to Munvo with 30 years of enterprise sales and service experience in Enterprise Marketing Management, Online/Mobile Customer Experience Management, Web Content Management, and eCommerce Solutions. Ed brings an extensive background in building teams, coaching and developing talent, and exceeding revenue targets in high growth companies.

Ed started his career in sales engineering and management, selling relational database technology for Informix Software. He then moved to one of the first eCommerce companies, Open Market, where he lead a national team of sales engineers and later ran their professional services practice. He transitioned into direct selling with companies such as Open Text and Oracle. He has spent the last eleven years managing North American sales organizations for companies such as Tealeaf (IBM), Neolane (Adobe), and Quantum Metric.

Ed hold a BS in Computer Science from Hartwick College and a MS in Computer Science from BGSU. 

Julie Bordeleau

Corporate Controller

As Corporate Controller, Julie oversees Munvo’s HR, financial, and accounting functions – from payroll, bank reconciliation, and government remittances, to budget analysis, asset management, and ad-hoc reporting.

With a Bachelor of Commerce in Accounting from Concordia University, she first established her career in accounting firms, and spent 6 years at Fuller Landau where she was the Manager and Director of their small business division. She then moved on to a family-owned real estate company as Controller for 7 years before bringing her expertise to the Munvo team.

Lunch and Learns

Munvo Lunch and Learns help consultants stay up-to-date on various topics by encouraging subject matter experts to share their knowledge with other team members every two weeks over lunch.

Christopher Stanford

Account Executive

As an account executive at Munvo, Christopher is responsible for the business development of Munvo software products, as well as the management of named accounts. In his previous role, Chris managed relationships with clients subscribed to Munvo products, such as CompanionSMS Connector/SMS Gateway, and campaignQA.

Chris holds a Bachelor of Science from the Franklin Pierce University in Business Administration and Management, which he pursued while dominating the baseball field.

Artour Kitbalian

Account Manager

Artour joined Munvo in 2013 as a Consultant delivering services for both the Adobe and IBM (now UnicaCampaign practices to clients across Canada and the US. He quickly earned himself a reputation for providing high-level services while maintaining a relaxed and friendly environment.

Leveraging his consulting experience as a Business Solutions Consultant, Solutions Architect, and Named Account Manager, Artour has been developing Munvo’s client profiles by working closely with them to bring tailored solutions to their needs. The dedication that he demonstrates in each engagement ensures that our clients’ aims remain a top priority.

Before joining Munvo, Artour worked as a Data Migration Consultant. He also holds a Bachelor’s degree in Mechanical Engineering with a minor in Management from McGill University.

Alex Uher

Global Marketing Head

As Global Marketing Head, Alex and his team focus on identifying our customers’ needs and solving them by clearly articulating Munvo’s proven solutions. Alex rejoined Munvo after a career of 20+ years in Marketing Automation, Data-driven Marketing, and Marketing Strategy. He has deep experience working across a variety of industries including FMCG (L’Oreal Paris USA), Retail (Coach, Tommy Bahama), Telco (T-Mobile), and Gaming (Caesar’s Casinos). Most recently Alex developed the Central & Eastern European Marketing Strategy practice for Wunderman Thompson in Prague, Czech Republic.

Alex holds double majors in Business Economics and International Business from the Kelley School of Business, Indiana University – Bloomington.

 

Dave Ariely

Marketing Transformation Services Lead

Since joining Munvo in 2013, Dave has continuously focused on helping organizations enable their strategic vision through the evaluation and onboarding of key value-based technologies and processes. With direct experience in implementing over 25 EMM projects across Canada, the US, South America, and Europe, he specializes in designing business-driven solutions for the Banking, Travel, Telecom, and Healthcare industries. Prior to joining Munvo, Dave has held positions at Rogers Communications, Arthroteq Preclinical, and Forniture Technice Europee – an Italian-based electronics distributor servicing the RF communication sector.

Dave holds a Bachelor’s degree in Computing from Queen’s University, as well as a Master’s in Management from Harvard University. A frequent traveller by nature, he speaks English, Italian, French, Spanish, and Hebrew, and can sometimes be found swimming laps, enjoying a live jazz show, or discovering a new pizzeria.

Anna Ivanova

SAS Practice Lead

Since joining Munvo in 2015, Anna has been a passionate advocate for Munvo’s SAS Practice and today she is responsible for evolving and growing the SAS professional services at Munvo. Anna has over 15 years of experience in both business and technology positions in the Credit Card, Banking, Insurance, E-commerce, and Aerospace industries. She has delivered SAS projects in marketing, analytics, data modeling, and CRM, and in credit risk strategies.

Anna holds a Bachelor’s degree in Computer Science from Concordia University and is currently pursuing a certificate in Data Science and Machine Learning at McGill University. She also holds a Master’s degree in Economics and Administration.

Ajay Bhaga

Technology Lead

As Munvo’s Technology Lead, Ajay facilitates complex deployments that require the integration of multiple technologies. Since joining Munvo in 2008, he has been involved in the delivery of over 35 Enterprise Marketing projects in Canada, the US, Europe, and Asia. He was the pioneer behind the development of Companion, Munvo’s performance and monitoring solution, and also contributed significantly to the enhancement of the company’s cloud-based lab infrastructure. Today, Ajay continues to lead various projects related to cloud integration, distributed architecture, and real-time transactional systems, both internally and with clients.

As a Computer Science undergraduate at the University of Toronto, Ajay was Co-Owner and Lead Developer at Beatcatalyst.com, and subsequently worked for IBM and Toyota.

Brad Penwarden

VP Munvo Products

Brad is the manager of Munvo’s Software Product Development team. Inspired by the software architecture training he underwent at Carnegie Mellon University, Brad is a passionate advocate for agile software methodologies and a quintessential Scrum Master. Since first joining the company in 2009, he’s played a crucial role in more than 30 Enterprise Marketing projects across Canada, the US, and Europe, often managing large development teams on behalf of Munvo clients. A gifted communicator, Brad connects Munvo’s developers and management to smoothly translate complex concepts into colloquial language.

Prior to joining the Munvo team, Brad also worked at Research In Motion (Blackberry) and earned dual Bachelor’s degrees in Computer Science and Business Administration from Wilfred Laurier University.

Andrew Didinchuk

VP Adobe Practice

With 25+ Adobe Campaign implementations serviced, Andrew has become a highly experienced leader in the field. His expertise lies in integrating Adobe solutions with external applications. Over his 5 years at Munvo, Andrew has played a crucial role in building our Adobe business and training the Adobe team from the beginning. In fact, he has been involved in more than 50 on-premise and cloud-hosted Adobe Campaign projects to date.

Prior to joining Munvo, Andrew completed two Bachelor’s degrees in Computer Science and Business Administration at Wilfred Laurier University.

Serge Bohdjalian

VP Unica and SAS Practice

Serge joined Munvo in 2011, bringing with him a wealth of technical and marketing experience. He now manages a Professional Services team specialized in marketing solutions and digital analytics.

For ten years, Serge worked at Matrox Graphics, first as Lead Technical Writer and then as Senior Marketing Manager. He was also the Chief Technologist and owner of Memidex, a word-reference aggregation website with nearly one million pages of content.

Serge holds a Master’s degree in Business Administration from the John Molson School of Business, a Graduate degree in Computer Science, and a Bachelor of Arts in Communications from Concordia University.

William Brooks

VP Salesforce Practice

As the Vice President of Salesforce Practice, Wil is responsible for developing and assisting new lines of business in addition to overseeing the recruitment and resource development functions at Munvo. Since joining Munvo in 2011, Wil has been engaged in more than 25 Enterprise Marketing projects for industries such as banking, travel, retail, insurance, loyalty, telecommunications, and healthcare. The depth and diversity of Wil’s experience now informs his work in client management and talent acquisition here at Munvo. In fact, he both consults and facilitates workshops in Marketing Resource Management and Campaign Execution & Optimization.

Prior to joining the Munvo team, Wil worked for Publicis, John Hancock, and TeraGo Networks. In 2007, he earned a Bachelor’s degree in Commerce from the University of Toronto.

Bill Dynes

VP Sales and Alliances

As the Vice President of Sales and Alliances, Bill is responsible for supporting Munvo’s rapid growth, while maintaining successful relationships with the company’s clients and technology partners. Since first joining Munvo in 2014, he has played a key role in establishing strategic agreements with various global corporations, in conjunction with the Professional Services and Product teams.

Bill launched his career as a Software Business Consultant back in 1990 when he worked for GEAC Computer Corporation. He went on to provide services for companies such as Epicor Software, Screenscape Networks, eBridge Software, ADFLOW Networks, Nexterna, and the UR-Channel Broadcasting Company. Bill holds a Bachelor of Commerce from McMaster University.

Johanne Roy

Chief Financial Officer

Johanne is the Chief Financial Officer responsible for Munvo’s Finance, Human Resources, and Procurement departments. Prior to joining Munvo, Johanne began her career as an auditor at Poissant Thibault Peat Marwick Thorn (now KPMG) and worked as a law clerk at McCarthy Tétrault. Johanne later took on the role of internal auditor for multiple multi-national organizations, including Cirque du Soleil Inc. and Quebécor World Inc., and also served as the Chief Financial Officer for two subsidiaries of Group Air Liquide in Asia, where she led the Finance, Procurement, and Information Technology departments.

Johanne holds a Bachelor’s degree in Business Administration (B.B.A.) from HEC Montreal, a Bachelor’s degree in Quebec Civil Law (LL.B.) from the University of Montreal (UdeM), in addition to the titles of CPA•CA, Lawyer (LL.B.), and Certified Internal Auditor.

Mathieu Sabourin

Founder

Mathieu founded Munvo, originally Client Spectrum, in 2005 after two decades of software and management experience. Deeply inspired by Jim Collins’ influential book, Good to Great (2001), Mathieu started Munvo with the determination, discipline, and entrepreneurial drive to build a world-leading company related to Enterprise Marketing Management solutions. He is now supporting the management team and is also involved with strategic initiatives for Munvo’s continued growth.

Prior to Munvo, Mathieu began his career at Andersen Consulting (now Accenture) and then moved on to an eight-year management tenure at Dun & Bradstreet software. He joined the consulting firm Proximi-T in 1994 as Vice President of Software Solutions. Proximi-T would later become Fjord, a division of Cossette Communication Group, Canada’s largest marketing communications agency.

Having previously worked as an Assistant Professor at CIREM-HEC Montreal, Mathieu remains an avid public speaker on topics such as CRM and Enterprise Marketing.

Bootcamps

Bootcamps are intensive on-site, multi-day training sessions focused on different Munvo-related topics such as marketing solutions, consulting best practices and emerging technologies. Bootcamps are a great way to jump-start your career and to get to know the Munvo team.

Agora

Five times a year, Munvo hosts a company-wide Agora meeting to update all team members on various topics such as project accomplishments, corporate initiatives, industry trends, and an introduction for newcomers. These sessions are a great way to bring team members all together and to strengthen everyone’s knowledge in our field.

Alerts and Automated Resolution feature

Alerts and Automated Resolution feature

Munvo Job
Application Form

Fill in the form below indicating job position & preferred location.

Munvo Job Application Form

Fill in the form below indicating job position & preferred location.

Required fields*

Flowchart Kill feature

Flowchart Kill feature

Cell Waterfall feature

Cell Waterfall feature

Log Analysis feature

Log Analysis feature

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Tell Us About Yourself

Tell Us About Yourself

(All fields are Required.)

Nabil Taydi

President

As President, Nabil oversees Munvo’s executive team responsible for managing professional services, sales, software products, and financial operations. Since first joining Munvo in 2006, Nabil was instrumental in developing a wide range of marketing solution software practices. He was personally involved in deploying marketing solutions for more than 35 global corporations in Canada, the US, Europe, Asia, and South America. Nabil was also a driving creative force behind the development of campaignQA, Munvo’s solution for ensuring more efficient Quality Assurance processes and data validation.

Nabil holds a double Bachelor’s degree in Organization Management and Computer Science & Engineering, as well as Master’s degrees in e-Commerce and Business Intelligence.